The Effect of Product Completeness and Pricing on Consumer Purchasing Decisions at nano Stores in Kabupaten Bandung during The COVID-19 Pandemic

  • Faris Zikrurrahman Politeknik Negeri Bandung
  • Rizal Muhammad Naufal Politeknik Negeri Bandung
  • Harmon Chaniago Politeknik Negeri Bandung
DOI: https://doi.org/10.61242/ijabo.21.103
Keywords: Product completeness, pricing, purchasing decisions, COVID-19 pandemic

Abstract

This study aims to determine and analyze the effect of product completeness and pricing on consumer purchasing decisions at the Nano Store in Bandung District during the Covid-19 pandemic. This type of descriptive quantitative research, while the data used is primary data collected through questionnaires to 110 respondents and analyzed using multiple regression analysis. The results showed that there was a significant influence between product completeness and pricing on consumer purchasing decisions, this is evidenced by the R Square value of 0.608, which means that product completeness and pricing have an effect of 60.8% on purchasing decisions and the remaining is 39.2. % influenced by other variables outside the independent variables studied. In this research, it can also be seen that simultaneously product completeness and pricing have a positive and significant effect on consumer purchasing decisions, which means that the more complete the product provided and the better the pricing, the higher the level of purchasing decisions.

References

Ahmad & Syarif, Umar. (2020). Faktor – faktor yang Menentukan Loyalitas Pelanggan. International Journal Administration, Business and Organization, 2020, Vol. 1 (1), 2020: 10-17

Alma, Buchari. (2007). Manajamen Pemasaran dan Pemasaran Jasa, Alfabeta,Bandung.

Boulaksil, Y., & Belkora, M. J. (2017). Distribution Strategies Toward Nanostores in Emerging Markets:. Articles in Advance, pp. 1–13, 1–13.

Chaniago, Harmon. (2020). Analisis Kualitas Pelayanan, Kualitas Produk dan Harga pada Loyalitas Konsumen Nano Store. International Journal Administration, Business and Organization, 2020, Vol. 1 (2), 2020: 59-69

Farida & Luluh (2020). Identifikasi Segmentasi Demografi, Psikografis dan Dampaknya pada Keputusan Pembelian. International Journal Administration, Business and Organization, 2020, Vol. 1 (1), 2020: 49-55

Gursida, Hari & Harmon. (2017). Metode Penelitian Bisnis dan Keuangan. Konsep dan Implementasinya. Bogor: Paspi.

Kotler, Philip & Amstrong, Gary. (2014). Principles of Marketing, 12th Edition, Jilid 1 Terjemahan Bob Sabran Jakarta : Erlangga.

Kotler, Philip & Keller. (2007). Manajemen Pemasaran, Jilid I, Edisi Kedua belas, PT. Indeks, Jakarta.

Kotler, Philip. (2002), Manajemen Pemasaran, Edisi Millenium, Jilid 2, PT Prenhallindo, Jakarta

Prastowohadi, Toni. (2020). Pengaruh Pengembangan Produk dan Promosi terhadap Peningkatan Volume Penjualan Pada Perusahaan Konveksi :Mentari: di Klaten. Indonesia. International Journal Administration, Business and Organization, 2020, Vol. 1 (3), 2020: 36-46.

Raharjani, J. 2005. Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pemilihan Pasar Swalayan Sebagai Tempat Berbelanja (Studi Pada Pasar Swalayan di Kawasan Seputar Simpang Lima Semarang). Jurnal Studi Manajemen & Organisasi. 2 (1):1-5.

Rahman, Abdul. (2010). Administrasi Perpajakan. Bandung : Nuansa

Schiffman & Kanuk. (2004). Perilaku Konsumen (edisi 7). Jakarta: Prentice Hall.

Swastha, Basu & Irawan. (2005). Manajemen Pemasaran Modern. Yogyakarta: Liberty

Tjiptono, Fandy. (2012). Pemasaran Jasa. Jogjakarta: Penerbit Andi

Published
2021-04-27
How to Cite
Faris Zikrurrahman, Rizal Muhammad Naufal, & Harmon Chaniago. (2021). The Effect of Product Completeness and Pricing on Consumer Purchasing Decisions at nano Stores in Kabupaten Bandung during The COVID-19 Pandemic. International Journal Administration, Business & Organization, 2(1), 1-7. https://doi.org/10.61242/ijabo.21.103
Issue
Vol. 2 No. 1 (2021): IJABO
Section
Research Articles

Copyright (c) 2021 Faris Zikrurrahman; Rizal Muhammad Naufal; Harmon Chaniago

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright Notice

Authors retain copyright to their articles, excluding any third-party images and other material that are subject to copyright by their respective owners.

By submitting the manuscript to the International Journal Administration, Business & Organization (IJABO), the author agrees to this policy.  No special document approval is required.

  1. All the author(s) agree the above article for publication in the Journal «International Journal Administration, Business & Organization (IJABO)».
  2. The above-mentioned article is the author(s)’ original work and has not been published before and is not currently under consideration for publication elsewhere.
  3. All the author(s) agree with the journal’s «International Journal Administration, Business & Organization (IJABO)»  
  4. The Article was not submitted for review to another journal while under review by this journal and will not be submitted to any other journal.
  5. I/we have given final approval of the submitted manuscript.
  6. The Article contain no libelous or other unlawful statements and do not contain any materials that violate any personal or proprietary rights of any other person or entity.
  7. The author(s) no conflict of interest that may affect the integrity and the validity of the findings presented in it.
  8. I/we have obtained written permission from copyright owners for any excerpts from copyrighted works that are included and have credited the sources in the Article.
  9. If I/we am using any personal details or images of patients, research subjects or other individuals, I have obtained all consents required by applicable law and complied with the publisher’s policies relating to the use of such images or personal information.
  10. All Authors are aware that they can deposit (self-archive) (a) submitted article, (b) accepted for publication article or (c) the final published version of the article in any suitable source (e.g., institutional or other specialized repositories, personal websites, etc.) without embargo period. In case of self-archiving authors should also acknowledge the Publisher and the Publication and deposit an URL to the article (if available).

Licence

International Journal Administration, Business & Organization (IJABO) is published under the terms of the Creative Commons Attribution- ShareAlike 4.0 Internasional license (CC BY-SA 4.0). This license permits anyone to:.

Sharing - copy and redistribute this material in any form or format;
Adaptation - modify, modify, and make derivative works of this material for any purpose.

Attribution - You must include the appropriate name, include a link to the license, and state that changes have been made. You may do this in a manner that is appropriate, but not implying that the licensor endorses you or your use.

Share Alike - If you compose, modify, or make derivative works of this material, you must distribute your contributions under the same license as the original material.